Title :
Developing Brand´s Love to Consumer in Service: A Study of Sedan Maintenance Service Brand in China
Author :
Jin, Ming ; Jia, Shenghua
Author_Institution :
Sch. of Manage., Zhejiang Univ., Hangzhou, China
Abstract :
Based on worldwide development of experience economy, service brand and newly born brand love research, this paper aims to brand´s love to consumer (BLTC) and proposes a model based on theoretical review. Using data from sedan maintenance service brand in China, we find support for the existence of love from brand to consumer which can be divided into three dimensions. The implications of this study are discussed along with suggestions for future research.
Keywords :
customer services; marketing; service industries; China; brand love; experience economy; sedan maintenance service brand; service brand; Consumer behavior; Context-aware services; Emotion recognition; History; Monopoly; Particle measurements; Psychology; Research and development management; Springs;
Conference_Titel :
Management and Service Science, 2009. MASS '09. International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-4638-4
Electronic_ISBN :
978-1-4244-4639-1
DOI :
10.1109/ICMSS.2009.5304373
